基于消费者心理契约违背的品牌危机产生机理研究

Research on the Cause Mechanism of Brand Crisis Based on the Perspective of Consumers Psychological Contract Breach

心理契约概念是建立在社会交换理论基础上,用来描述雇员与雇主关系的理念。构建在企业和消费者共同信任和互惠基础上的消费者品牌关系也是一种心理契约关系。大量研究证明消费者心理契约的违背将导致消费者品牌关系的扭曲甚至断裂,最终导致品牌遭受危机。只有深入研究和探讨品牌危机的产生机理,正确地认识品牌危机,才能有效地防范和化解危机。

Psychological contract was used to describe the working relationship between employee and employer,but this concept can be used to describe all sorts of relationship.The contract of consumer and brand is based on the mutual trust,and this contract is also brand consumer relationship.Many literatures have proved that the psychological contract lies in the brand consumer relationship.Psychological contract breach will result in the distortion or breach of brand consumer relationship,so much so that this breach will lead to brand crisis.So we must research and probe into the cause mechanism of brand crisis,and accurately diagnose brand crisis,and so we can take precautions against and reduce brand crisis.